Our essential tips for improving the efficiency and effectiveness of your digital marketing in 2018 and beyond.

1. #FUTUREFORCES2018 • @ESKIMON1
FUTUREFORCES2018THE TECHNOLOGICAL AND CULTURAL FORCES SHAPING MARKETING IN 2018 AND BEYOND
SIMON KEMP • • APRIL 2018

2. #FUTUREFORCES2018 • @ESKIMON2
SIMON KEMP
@ESKIMON

3. #FUTUREFORCES2018 • @ESKIMON3

4. #FUTUREFORCES2018 • @ESKIMON4
TODAY: THE ESSENTIALS YOU NEED TO DELIVER
MORE EFFICIENT & EFFECTIVE MARKETING IN 2018

5. #FUTUREFORCES2018 • @ESKIMON5
THE STATE
OF DIGITAL
IN 2018

6. #FUTUREFORCES2018 • @ESKIMON6
DIGITAL IN 2018ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD

7. 7

8. 8
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
JAN
2018
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
DIGITAL AROUND THE WORLD IN 2018KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
7.593 4.021 3.196 5.135 2.958BILLION BILLION BILLION BILLION BILLION
55% 53% 42% 68% 39%

9. 9
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
GLOBAL ANNUAL DIGITAL GROWTHYEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT.
+7% +13% +4% +14%
+248 MILLION +362 MILLION +218 MILLION +360 MILLION

10. #FUTUREFORCES2018 • @ESKIMON10
MORE THAN 4 BILLION PEOPLE AROUND
THE WORLD NOW USE THE INTERNET
• SOURCE: HOOTSUITE & WE ARE SOCIAL, “DIGITAL IN 2018”

11. #FUTUREFORCES2018 • @ESKIMON11
MORE THAN HALF OF THE WORLD’S POPULATION
HAS INTEGRATED DIGITAL INTO EVERYDAY LIFE
• SOURCE: HOOTSUITE & WE ARE SOCIAL, “DIGITAL IN 2018”

12. #FUTUREFORCES2018 • @ESKIMON12
TOGETHER, WE’LL SPEND MORE THAN 1 BILLION
YEARS ON CONNECTED ACTIVITIES IN 2018
• SOURCE: BASED ON GLOBALWEBINDEX DATA IN HOOTSUITE & WE ARE SOCIAL’S “DIGITAL IN 2018” REPORT

13. 13
TIME SPENT PER DAY ON THE INTERNETJAN
2018 AVERAGE NUMBER OF HOURS SPENT USING THE INTERNET PER DAY VIA ANY DEVICE [SURVEY BASED]
9H38M
9H29M
9H14M
8H51M
8H32M
8H27M
8H17M
8H12M
8H10M
7H49M
7H49M
7H25M
7H09M
7H09M
6H52M
6H45M
6H37M
6H31M
6H30M
6H30M
6H27M
6H08M
5H59M
5H55M
5H55M
5H53M
5H51M
5H34M
5H20M
5H19M
5H04M
5H03M
4H52M
4H50M
4H48M
4H12M
4H05M
3H50M
3H46M
2H53M
THAILAND
PHILIPPINES
BRAZIL
INDONESIA
SOUTHAFRICA
MALAYSIA
MEXICO
ARGENTINA
EGYPT
TAIWAN
U.A.E.
INDIA
SINGAPORE
TURKEY
VIETNAM
SAUDIARABIA
HONGKONG
PORTUGAL
CHINA
U.S.A.
RUSSIA
ITALY
NEWZEALAND
CANADA
POLAND
SWEDEN
U.K.
AUSTRALIA
SPAIN
IRELAND
SOUTHKOREA
BELGIUM
GERMANY
NETHERLANDS
FRANCE
JAPAN
NIGERIA
KENYA
GHANA
MOROCCO
SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.

14. #FUTUREFORCES2018 • @ESKIMON14
SOCIAL MEDIA WILL ACCOUNT FOR ROUGHLY
ONE-THIRD OF ALL THE TIME WE SPEND ONLINE
• SOURCE: BASED ON GLOBALWEBINDEX DATA IN HOOTSUITE & WE ARE SOCIAL’S “DIGITAL IN 2018” REPORT

15. 15
TIME SPENT ON SOCIAL MEDIAJAN
2018 AVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING SOCIAL MEDIA EACH DAY VIA ANY DEVICE [SURVEY BASED]
3H57M
3H39M
3H23M
3H10M
3H09M
3H09M
3H07M
3H02M
3H00M
2H56M
2H56M
2H54M
2H48M
2H48M
2H37M
2H34M
2H26M
2H24M
2H19M
2H10M
2H06M
2H03M
2H01M
2H01M
2H00M
1H56M
1H54M
1H53M
1H53M
1H48M
1H47M
1H42M
1H39M
1H38M
1H34M
1H22M
1H20M
1H13M
1H12M
0H48M
PHILIPPINES
BRAZIL
INDONESIA
THAILAND
ARGENTINA
EGYPT
MEXICO
NIGERIA
MALAYSIA
U.A.E.
GHANA
KENYA
TURKEY
SOUTHAFRICA
VIETNAM
SAUDIARABIA
INDIA
MOROCCO
RUSSIA
PORTUGAL
SINGAPORE
TAIWAN
HONGKONG
U.S.A.
CHINA
SWEDEN
U.K.
NEWZEALAND
ITALY
CANADA
IRELAND
POLAND
AUSTRALIA
SPAIN
BELGIUM
FRANCE
NETHERLANDS
GERMANY
SOUTHKOREA
JAPAN
SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.

16. 16
ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSJAN
2018 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS
SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2018. *ADVISORY:
PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU
DATA. TUMBLR FIGURE IS FOR MONTHLY UNIQUE VISITORS IN DEC 2017, VIA SIMILARWEB. SNAPCHAT FIGURE VIA TECHCRUNCH, JUN 2017. LINKEDIN DATA VIA FORTUNE / APPTOPIA, APR 2017.
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
DATA CORRECT TO:
27 JANUARY 2018
2,167
1,500
1,300
1,300
980
843
800
794
568
376
330
300
300
260
260
255
250
203
200
117
100
97
63
49
FACEBOOK
YOUTUBE
WHATSAPP
FB MESSENGER
WECHAT
QQ
INSTAGRAM
TUMBLR**
QZONE
SINA WEIBO
TWITTER
BAIDU TIEBA*
SKYPE*
LINKEDIN**
VIBER*
SNAPCHAT**
REDDIT
LINE
PINTEREST
YY
TELEGRAM*
VKONTAKTE
BBM*
KAKAOTALK

17. 17
TOP MESSENGER APPS BY COUNTRYJAN
2018 BASED ON THE GOOGLE PLAY STORE RANK FOR EACH COUNTRY IN DECEMBER 2017
SOURCE: SIMILARWEB, JANUARY 2018, BASED ON THE GOOGLE PLAY APP STORE RANK FOR DECEMBER 2017. FIGURES IN PARENTHESES
IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP.
WHATSAPP (128)
FACEBOOK MESSENGER (72)
VIBER (10)
WECHAT (3)
LINE (3)
TELEGRAM (3)
IMO (3)
KAKAOTALK (1)
HANGOUTS (1)
ANDROID MESSENGER (1)
NO DATA (14)

18. #FUTUREFORCES2018 • @ESKIMON18
BUT WE’RE USING CONNECTIVITY TO HELP
WITH MANY OTHER ASPECTS OF OUR LIVES TOO

19. #FUTUREFORCES2018 • @ESKIMON19
SOME OF THE TOP APP CATEGORIES IN 2017
GAMES ENTERTAINMENT SOCIAL PHOTO & VIDEO FINANCE
• SOURCE: APP ANNIE DATA IN HOOTSUITE & WE ARE SOCIAL’S “DIGITAL IN 2018” REPORT
LIFESTYLE HEALTH & FITNESS SHOPPING PRODUCTIVITY DATING

20. 20
E-COMMERCE PENETRATIONJAN
2018 PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH [SURVEY-BASED]
SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017.
78%
74%
74%
70%
69%
67%
64%
63%
63%
62%
61%
60%
59%
59%
59%
59%
59%
58%
57%
57%
56%
53%
47%
47%
46%
45%
45%
45%
43%
43%
40%
39%
39%
29%
26%
22%
U.K.
SOUTHKOREA
GERMANY
SWEDEN
U.S.A.
TAIWAN
NETHERLANDS
JAPAN
U.A.E.
THAILAND
FRANCE
NEWZEALAND
IRELAND
AUSTRALIA
MALAYSIA
SPAIN
SINGAPORE
HONGKONG
POLAND
CANADA
BELGIUM
ITALY
SAUDIARABIA
VIETNAM
RUSSIA
BRAZIL
ARGENTINA
CHINA
TURKEY
MEXICO
INDONESIA
PORTUGAL
PHILIPPINES
SOUTHAFRICA
INDIA
EGYPT

21. 21
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
GLOBAL E-COMMERCE SPEND BY CATEGORYTHE TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES AROUND THE WORLD, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND.
$408.0 $359.4 $139.8 $225.5
BILLION BILLION BILLION BILLION
$341.5 $212.7 $11.2 $52.5
BILLION BILLION BILLION BILLION

22. #FUTUREFORCES2018 • @ESKIMON22
SO HOW CAN YOU ENSURE THAT YOUR BRAND
ATTRACTS & ENGAGES PEOPLE ONLINE IN 2018?

23. #FUTUREFORCES2018 • @ESKIMON23
MARKETING
ESSENTIALS
FOR 2018

24. #FUTUREFORCES2018 • @ESKIMON24
#1INCREASED NEED FOR
PAID MEDIA IN SOCIAL

25. #FUTUREFORCES2018 • @ESKIMON25
AVERAGE ORGANIC REACH FOR FACEBOOK
PAGE POSTS DECLINED BY 10% DURING 2017
• SOURCE: LOCOWISE

26. 26
JAN
2018
AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017.
+0.20% 10.7% 8.0% 22.1% 26.8%

27. 27
JAN
2018
AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017.
+0.20% 10.7% 8.0% 22.1% 26.8%

28. #FUTUREFORCES2018 • @ESKIMON28
1 IN 12
• SOURCE: LOCOWISE

29. #FUTUREFORCES2018 • @ESKIMON29
IF YOU NEED TO ACHIEVE REGULAR REACH,
PAID MEDIA IS THE ONLY REALISTIC OPTION

30. #FUTUREFORCES2018 • @ESKIMON30
BUT MANY BRANDS STILL MEASURE THE REACH
OF EVERY POST, INSTEAD OF ‘AUDIENCE REACH’

31. #FUTUREFORCES2018 • @ESKIMON31
TOP TIP: RETHINK TIMEFRAMES – DO YOU REALLY
NEED TO REACH EVERYONE WITH EVERY POST?

32. #FUTUREFORCES2018 • @ESKIMON32
#2RISING COSTS OF
PAID SOCIAL MEDIA

33. #FUTUREFORCES2018 • @ESKIMON33
CHANGES TO NEWSFEED WILL MEAN ORGANIC
REACH FALLS EVEN FURTHER DURING 2018

34. #FUTUREFORCES2018 • @ESKIMON34
AS A RESULT, WE’LL SEE MORE BRANDS NEEDING
TO USE PAID SOCIAL POSTS TO ACHIEVE SUCCESS

35. #FUTUREFORCES2018 • @ESKIMON35
THIS WILL LEAD TO GREATER COMPETITION FOR
PLACEMENTS, AND INFLATION IN MEDIA PRICES

36. #FUTUREFORCES2018 • @ESKIMON36
TO ENSURE BUDGETS DELIVER GREATEST IMPACT,
WE NEED TO RETHINK SOME FUNDAMENTALS

37. #FUTUREFORCES2018 • @ESKIMON37
#1: POSTING EVERY DAY MADE SENSE IN THE DAYS
OF ORGANIC REACH, BUT IS LESS CRITICAL TODAY

38. #FUTUREFORCES2018 • @ESKIMON38
#2: IF YOU MUST PAY TO REACH 92% OF YOUR
FANS, DO ‘PAGE LIKES’ SERVE ANY PURPOSE?
• DATA SOURCE: LOCOWISE

39. #FUTUREFORCES2018 • @ESKIMON39
TOP TIP: FEWER, BIGGER, BETTER – FOCUS ON
ACTIVITIES THAT DELIVER CLEAR BRAND VALUE

40. #FUTUREFORCES2018 • @ESKIMON40
#3BALANCING PUSH & PULL
MARKETING ACTIVITIES

41. #FUTUREFORCES2018 • @ESKIMON41
ANOTHER WAY TO IMPROVE SOCIAL ROI IS TO
REPRIORITISE ‘PULL’ MARKETING (INBOUND)

42. #FUTUREFORCES2018 • @ESKIMON42
INSTEAD OF PUSHING ‘PROPAGANDA’, PULL
MARKETING SEEKS TO ADD AUDIENCE VALUE

43. #FUTUREFORCES2018 • @ESKIMON43
USING CONTENT TO ADD AUDIENCE VALUE
FACTS AND NEWS THAT
HELP PEOPLE MAKE NEW
OR BETTER DECISIONS
THAT THEY CARE ABOUT
EXPERIENCES THAT
ATTRACT PEOPLE’S
ATTENTION AND ENGAGE
THEIR EMOTIONS
INFORMATION ENTERTAINMENT
CONTENT THAT HELPS
PEOPLE BELIEVE IN
THEMSELVES AND
TRY NEW THINGS
INSPIRATION
RESOURCES THAT HELP
PEOPLE ACQUIRE NEW
SKILLS OR ENHANCE
THEIR CAPABILITIES
EDUCATION

44. #FUTUREFORCES2018 • @ESKIMON44
TOP TIP: LOOK FOR WAYS TO DELIVER YOUR
BRAND’S VALUE PROPOSITION VIA MARKETING

45. #FUTUREFORCES2018 • @ESKIMON45
EXAMPLES

46. #FUTUREFORCES2018 • @ESKIMON46
Bring inspiration and
innovation to every
athlete* in the world.
“
*If you have a body, you’re an athlete.

47. #FUTUREFORCES2018 • @ESKIMON47

48. #FUTUREFORCES2018 • @ESKIMON48
The engine
of commerce.“

49. #FUTUREFORCES2018 • @ESKIMON49

50. #FUTUREFORCES2018 • @ESKIMON50
OUR DIGITAL IN 2018 REPORTS ARE A PRIME
EXAMPLE OF THIS KIND OF VALUE-ADD ACTIVITY

51. #FUTUREFORCES2018 • @ESKIMON51
BUT WHAT ABOUT YOU – HOW CAN YOUR BRAND
FIND PRACTICAL WAYS TO ADD REGULAR VALUE?

52. #FUTUREFORCES2018 • @ESKIMON52
#4FINDING IDEAS
FOR CONTENT

53. #FUTUREFORCES2018 • @ESKIMON53
THE EASY WAY TO FIND BETTER CONTENT IDEAS
MORE EASILY IS TO START WITH YOUR AUDIENCE

54. #FUTUREFORCES2018 • @ESKIMON54
THE SECRET HERE IS TO COLLECT A BIT OF DATA
OF YOUR OWN USING SOCIAL MEDIA LISTENING

55. #FUTUREFORCES2018 • @ESKIMON55
WHAT DOES YOUR AUDIENCE WANT, NEED AND
DESIRE? WHAT WILL MAKE THEIR LIVES BETTER?

56. #FUTUREFORCES2018 • @ESKIMON56
MASLOW’S HIERARCHY OF NEEDS
SELF-ACTUALISATION NEEDS: MORALITY, CREATIVITY, SPONTANEITY,
PROBLEM SOLVING, LACK OF PREJUDICE, ACCEPTANCE OF FACTS
ESTEEM NEEDS: SELF-ESTEEM, CONFIDENCE, ACHIEVEMENT, RESPECT
OF OTHERS, RESPECT BY OTHERS
LOVE & BELONGING NEEDS: FRIENDSHIP, FAMILY, COMMUNITY,
SEXUAL INTIMACY
SAFETY NEEDS: SECURITY OF BODY, EMPLOYMENT,
RESOURCES, MORALITY, FAMILY, HEALTH, PROPERTY
PHYSICAL NEEDS: BREATHING, FOOD, WATER, SEX,
SLEEP, HOMEOSTASIS, EXCRETION

57. #FUTUREFORCES2018 • @ESKIMON57
THE HIERARCHY OF B2B NEEDS
MAKING A PROFIT: GENERATING A SURPLUS OF RESOURCES THAT
CAN BE SHARED WITH OTHERS, OR REINVESTED IN NEW ACTIVITIES
HAVING FUN: GOING BEYOND ‘WORKING’ TO FIND PLEASURE,
SATISFACTION, AND REWARD IN REGULAR WORK ACTIVITIES
ACHIEVING INFLUENCE: BUILDING A REPUTATION THAT ENABLES THE
BRAND TO ACHIEVE MORE OF ITS OBJECTIVES MORE EASILY
ACHIEVING RESPECT: RISING ABOVE COMMODITY OR VENDOR
STATUS IN ORDER TO ESTABLISH AN ENDURING BRAND PREMIUM
EFFICIENCY: FINDING BETTER WAYS TO DELIVER BUSINESS
ACTIVITIES AND CREATE ENDURING BRAND VALUE
SURVIVAL: AVOIDING RISKS TO THE SURVIVAL OF THE
BRAND, ITS EMPLOYEES, AND ITS CORE PROPOSITION
• SOURCE: ADAPTED FROM SETH GODIN’S “HIERARCHY OF BUSINESS TO BUSINESS NEEDS”

58. #FUTUREFORCES2018 • @ESKIMON58
HOW CAN YOU USE MARKETING TO DELIVER THAT
VALUE AND BUILD ENDURING BRAND EQUITY?

59. #FUTUREFORCES2018 • @ESKIMON59
ACTIVITIES DON’T NEED TO BE FREE, EITHER;
IF THEY’RE GOOD ENOUGH, PEOPLE MAY PAY

60. #FUTUREFORCES2018 • @ESKIMON60
TOP TIP: USE MARKETING TO CREATE MUTUAL
VALUE, INSTEAD OF JUST PROMOTING PRODUCTS

61. #FUTUREFORCES2018 • @ESKIMON61
#5PARTNERING
WITH INFLUENCERS

62. #FUTUREFORCES2018 • @ESKIMON62
IF YOU’VE ONLY BEEN USING INFLUENCERS TO
DELIVER REACH, YOU’VE BEEN MISSING OUT

63. #FUTUREFORCES2018 • @ESKIMON63
GENUINE INFLUENCERS UNDERSTAND WHAT
THEIR AUDIENCE REALLY CARES ABOUT, AND WHY

64. #FUTUREFORCES2018 • @ESKIMON64
GENUINE INFLUENCE vs. LARGE-SCALE REACH
PEOPLE WHO PLAY AN ACTIVE
ROLE IN SHAPING MANY
PEOPLE’S PERCEPTIONS OF
YOUR BRAND’S CATEGORY
PEOPLE WHO HAVE A
STRONG, VOCAL
PREFERENCE FOR A
SPECIFIC BRAND
AUTHORITIES ADVOCATES
PEOPLE WHO ARE FAMOUS,
BUT FOR SOMETHING
UNRELATED TO YOUR
BRAND’S CATEGORY
CELEBRITIES

65. #FUTUREFORCES2018 • @ESKIMON65
TOP TIP: PARTNER WITH INFLUENCERS TO DELIVER
AUDIENCE VALUE, NOT JUST TO INCREASE REACH

66. #FUTUREFORCES2018 • @ESKIMON66
RECOMMENDATIONS FOR 2018
1. RETHINK REACH TIMELINES
2. FEWER, BIGGER, BETTER PAID POSTS
3. REPRIORITISE ‘PULL’ MARKETING
4. USE CONTENT TO ADD AUDIENCE VALUE
5. USE INFLUENCERS FOR INFLUENCE

67. #FUTUREFORCES2018 • @ESKIMON67
WHAT DOES
THE FUTURE
LOOK LIKE?

68. #FUTUREFORCES2018 • @ESKIMON68
RAPID INTERNET ADOPTION IN THE DEVELOPING
WORLD MEANS THE ’NEXT BILLION’ IS A REALITY

69. #FUTUREFORCES2018 • @ESKIMON69
BUT THE RISE OF THE ‘NEXT BILLION’ WON’T
JUST IMPACT PEOPLE IN DEVELOPING NATIONS

70. #FUTUREFORCES2018 • @ESKIMON70
THE NEEDS OF THESE NEW USERS WILL SHAPE
THE FUTURE OF THE INTERNET FOR ALL OF US

71. #FUTUREFORCES2018 • @ESKIMON71
CHALLENGES TO CONNECTING THE NEXT BILLION
LOWER LEVELS OF
LITERACY WILL REQUIRE
DIFFERENT INTERFACES
A GREATER VARIETY OF
LANGUAGE NEEDS WILL
INSPIRE NEW CONTENT
LITERACY LANGUAGE
VARYING DEVICES AND
CONNECTIONS WILL
IMPACT CONTENT FORMATS
TECHNOLOGY
NEW WANTS, NEEDS AND
DESIRES WILL INSPIRE NEW
PRODUCTS AND SERVICES
MOTIVATIONS

72. #FUTUREFORCES2018 • @ESKIMON72
ABOVE ALL, LITERACY WILL HAVE THE GREATEST
IMPACT ON THE GLOBAL INTERNET EXPERIENCE

73. #FUTUREFORCES2018 • @ESKIMON73
MOST OF TODAY’S WEB CONTENT IS TEXT-
BASED, SO IS INACCESSIBLE TO THE LESS LITERATE

74. #FUTUREFORCES2018 • @ESKIMON74
HOWEVER, THIS IS ALL ABOUT TO CHANGE…

75. #FUTUREFORCES2018 • @ESKIMON75
ACCESS FOR LOWER LEVELS OF LITERACY
TALKING, NOT TYPING,
AS THE PRIMARY INPUT
INTERFACE
AN IMAGE-BASED UI FOR
EVERYTHING, INCLUDING
WEB URLs AND SEARCH
VOICE
CONTROL
IMAGE
SEARCH
VIDEO AS THE DEFAULT
FORMAT FOR CONTENT,
WITH TEXT LESS SUCCESSFUL
VIDEO
CONTENT

76. #FUTUREFORCES2018 • @ESKIMON76
!

77. #FUTUREFORCES2018 • @ESKIMON77
THE REAL IMPACT OF VOICE CONTROL WON’T
BE DETERMINED BY ‘SMART SPEAKER’ DEVICES

78. #FUTUREFORCES2018 • @ESKIMON78
VOICE AND IMAGE SEARCH ARE THE ONLY WAY
FOR PEOPLE WITH LOWER LITERACY TO CONNECT

79. #FUTUREFORCES2018 • @ESKIMON79
BUT WHAT DOES ALL THIS
HAVE TO DO WITH YOU?

80. #FUTUREFORCES2018 • @ESKIMON80
ECONOMIES
OF SCALE

81. #FUTUREFORCES2018 • @ESKIMON81
INTERNET COMPANIES WILL ENCOURAGE US ALL
TO USE THE SAME SINGLE PRODUCT OR SERVICE

82. #FUTUREFORCES2018 • @ESKIMON82
HOWEVER, THEIR SERVICES WILL NEED TO CATER
TO THE ‘LOWEST COMMON DENOMINATOR’

83. #FUTUREFORCES2018 • @ESKIMON83
THIS IS ALREADY HAPPENING…

84. #FUTUREFORCES2018 • @ESKIMON84
GOOGLE FACEBOOK AMAZON APPLE

85. #FUTUREFORCES2018 • @ESKIMON85
GOOGLE FACEBOOK AMAZON APPLE

86. #FUTUREFORCES2018 • @ESKIMON86
HOWEVER

87. #FUTUREFORCES2018 • @ESKIMON87
THIS IS GOING TO CHANGE EVERY ASPECT OF
THE CURRENT DIGITAL MARKETING LANDSCAPE

88. #FUTUREFORCES2018 • @ESKIMON88
THE INTERNET REVOLUTION IS COMING
SEO WILL LOOK VERY
DIFFERENT FOR VOICE-
CENTRIC SEARCH
PEOPLE’S SOCIAL MEDIA
INTERACTIONS WILL BE
MORE VIDEO THAN TEXT
SEARCH SOCIAL
E-COMMERCE ORDERS
WILL DEPEND ON SPOKEN
WORDS, NOT CLICKS
SHOPPING
EVEN URLS – THE BASICS
OF THE WEB – WILL MOVE
FROM TEXT TO IMAGE
ADDRESSING

89. #FUTUREFORCES2018 • @ESKIMON89
TOP TIP: START PREPARING NOW

90. #FUTUREFORCES2018 • @ESKIMON90
ADDITIONAL
RESOURCES

91. #FUTUREFORCES2018 • @ESKIMON91
DIGITAL IN 2018ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD

92. #FUTUREFORCES2018 • @ESKIMON92
HTTP://BIT.LY/GD2018GO

93. #FUTUREFORCES2018 • @ESKIMON93

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SIMON KEMP
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